Social media in practice. Quick wins in a noisy world

Transcription

1 Social media in practice Quick wins in a noisy world

2 I am Kwinten Lambrecht Belgian (Go Red Devils!)

3 I am Wait!

4 I am What would you like to know about me?

5 @kwinlambrecht

6 Today I will give you hands-on tips on how to sell your content (for likes, interactions, website clicks, and exposure. Not for money.)

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8 8 s e c o n d s

9 Social media can be a very powerful tool But not if you use it only as an extension of your website, or at random.

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13 You need a strategy

14 How a strategy can be made Goals Target audience Content ideation Content creation Content selling ROI and evaluation

15 Think about your goals first

16 There are plenty of goals

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18 Inform Engage CTA Build Awareness About your project

19 But what are your SMART goals?

20 SMART?

21 This year, we want a 30% website visitors increase By the end of the year we want 1000 new Facebook fans Before the summer we want to pitch three stories via Twitter During our next event we want at least 10 people to be live-tweeting

22 KPIs Clicks Press clippings Overall reach Quality views

23 Who s your target audience?

24 Journalists Citizens Local governments Potential projects

25 Think about which content works best for which target audience and for which platform.

26 TA X TOV Target audience Journalists Politicians & stakeholders Citizens Tone of voice Information-driven Results-driven Soft selling-driven

27 Each platform is different Audiences Ways of presenting content Behaviours Timing Advertising Everything is changing all the time (sorry!)

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29 Moreover

30 Your serious target audiences are human beings too.

31 And humans want to be entertained.

32 Here s an example

33 Also, people don t lose taste.

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40 Over to the elephant in the room

41 Content!

42 Which content?

43 Three questions Would others find it interesting? Is it revealing a part of me that I m comfortable with sharing? Does it fit with the message I want to express and my goal(s) on social media?

44 Use your own content Behind the scenes News items Day-to-day facts and figures Introduction of staff Small videos of project visits Live tweets at events

45 Repurpose your own content

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48 The European Union needs to lead the energy transition.

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50 5-3-2!

51 Where to find content? Feedly Alternative: Pocket

52 Where to find content? Buzzsumo

53 Where to find content? Google!

54 Content creation

55 Use the native tools of the platforms

56 Facebook

57 Facebook

58 Facebook Live When? Breaking news Behind the scenes Interviews Session coverage How? Stability Sound Wi-fi connection Prepare some tweets in advance Identify the main handles and tags ahead of the live session

59 Twitter

60 LinkedIn Images Video Pulse

61 And we haven t even talked about Instagram

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65 Key tips Feed content to the platforms Including video! Keep an eye on recent innovations Play around and test what works Attribution, tagging, location tagging

66 Useful tools for content production

67 Visuals

68 Visuals Finding suitable images

69 Visuals Visual making: Canva & Snappa

70 Visuals Visual making: Infogram & Piktochart

71 Pablo! For those who don t have time

72 Or Powerpoint?

73 Or gifmaker.me?

74 Mobile apps: My favourites UNFOLD

75 Mobile apps: My favourites VSCO

76 Mobile apps: My favourites LAYOUT

77 Mobile apps: My favourites SNAPSEED

78 Mobile apps: My favourites Lightroom

79 Video

80 Before you begin Can you do it yourself? What s your main message? Think distribution first vertical, square, 16:9 Choose quick editing tools

81 Video Boomerang

82 Video Hyperlapse

83 Video INSHOT

84 Video GRAVIE

85 Video GIPHY & GIPHY WORLD

86 Now, sell your content

87 Timing is crucial

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91 Make a content planner

92 Include icons representing each network next to the title of the post Easy to read and contains all the information for your content marketing strategy Social media content planner Your calendar should reflect who is responsible for writing and publishing each piece of content Have a separate sheet for each month, with activities further broken down by day

93 Content planner Keep an eye on recurring dates or moments UN day of International day of EU day of Holidays Jump on current affairs (e.g. World Cup) Adapt content to timing Try to reach new communities

94 Content planner: Reaching new communities TAG accounts and people in your tweets and Facebook updates Use hashtags in Tweets & Instagram Find new hashtags, use them, monitor them

95 Content planner: Reaching new communities

96 Content planner: Reaching new communities

97 Content planner: Reaching new communities TAG accounts and people in your tweets and Facebook updates Use hashtags in Tweets & Instagram Find new hashtags, use them, monitor them Team up with influencers, or get their attention

98 Content planner: Reaching new communities Map influencers on the go Find real influencers Think about collaborations Interviews Guest blogger Guest Social Media Manager Backstage Reporting Co-create content Feature in Twitter lists Invite them to host events

99 Content planner Keep an eye on recurring dates or moments UN day of International day of EU day of Holidays Jump on current affairs (e.g. World Cup) Adapt content to timing Try to reach new communities Schedule content!

100 But, Kwinten, we don t have time for all of this!

101 Facebook scheduler

102 Content planner: Scheduling content

103 Oh, and don t forget to reschedule content

104 Every social media update as a three-second audition

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106 Test and build best practices Keep it short, but to the point (max 100 characters) Be visual with photos, GIFs and videos Ask questions Giveaway Posts Links (with or without image) Polls Live Q&A Use emoji s Involve people

107 Use copy that attracts people What s in it for your audience? [Do something] like [world-class example] Interesting adjectives + unique nouns [Amazing Headline]: Subhead Who Else Wants The Secret of Little Known Ways to Here s a Quick Way to [solve a problem] Have a / Build a You Can Be Proud Of What Everybody Ought to Know About [Number] Lessons I Learned From

108 Use copy that attracts people What s in it for your audience? How to Survive Your First The Ultimate List of How to How to The Essential Guide How to like How to even if / without How to while How to use to How to in five easy steps

109 And post on a frequent basis. The rule may help tackling this challenge

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111 Advertising There s one more thing

112 Advertising helps getting leverage

113 Advertising helps getting leverage

114 Why advertising? organic reach is decreasing it will increase your brand awareness it will reach a targeted audience it is cost-efficient it is measurable it encourages advertisers to be creative

115 There are plenty of advertising formats

116 There are plenty of advertising formats

117 There are plenty of advertising formats Twitter advertising Google advertising YouTube ads LinkedIn Ads

118 Key tips Define a budget first, how much are you willing to spend? Choose the right platform, taking into account content and audience Adapt your ads on the go Promote content that is doing well already

119 Campaing structure Choose your goal Target your audience specific works better! Select the placement of your advert Monitor its results and adapt

120 Campaing structure Choose your goal Target your audience specific works better! Select the placement of your advert Monitor its results and adapt

121 Targeting is so powerful Location, gender, age, language Device General interests Website visits Lookalike audiences CRM lists

122 Targeting is so powerful LinkedIn Target members of groups, companies, institutions, job roles Twitter Target keywords or hashtags Highjack events Influencer/followers marketing Instagram Stories ads are enormously popular Facebook Very strong location targeting

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124 Location on Facebook

125 Location on Facebook

126 Location on Facebook

127 Key tips Be prepared Create good-looking content: video is hot Test and adapt accordingly Optimise your placement Scale your budget Avoid audience saturation Analyse conversions and Cost Per XXX

128 Convinced?

129 Your boss isn t?

130 Ask him/her: What the RONI?

131 Thank you! Get in touch for a creative brainwash, or brainstorm. Kwinten Lambrecht

132 Exercise 10 groups End plastic ocean pollution now GIF Video Infographic Visual Emoji text